Senior Director of Resort Marketing

3 weeks ago

Broomfield, United States Vail Resorts Full time
Our mission is to create the Experience of a Lifetime for our employees, so they can, in turn, create the Experience of a Lifetime for our guests. We own and operate the most renowned destination resorts in the world as well as regional and local ski areas outside major cities, and connect them all through one unrivaled network. We are looking for ambitious leaders, innovators and creators to join our talented team. If you’re ready to pursue your fullest potential, we want to get to know you

Candidates for year-round positions are reviewed on a rolling basis. Applications will be accepted up to 90 days after the posting date, or until the position is filled (whichever is first).

Job Summary

Vail Resorts owns and operates 6 renowned Mountain Resorts in its Rockies region: Vail Mountain, Beaver Creek, Park City, Breckenridge, Keystone and Crested Butte. The Resort Marketing Team: Rockies is responsible for visitation business ownership, brand building, on-mountain food & beverage marketing, and differentiating the guest experience. Reporting to the Vice President of Brand Marketing, the key functional requirements of the Senior Director of Resort Marketing, Rockies role include:

  • Run the Business: A business owner who can unlock Rockies Resorts destination visitation and lift ticket / food & beverage revenue growth using an analytical and strategic approach to identifying opportunities, alternate approaches and recommendations. KPIs: Visitation, Lift Ticket revenue, Food & Beverage guest capture and revenue, market share, guest acquisition and retention
  • Build the Brands: A brand-builder who can craft growth-oriented and guest insight-driven brand strategies, inspire partners to create distinctive Go-To-Market (GTM) plans and assets, provide disciplined GTM leadership, and identify innovative ways to elevate Rockies resort brands’ top-of-mind status. KPIs: Unaided awareness, GTM ROI, credible external recognition for the resorts, creative platforms that inspire actions beyond GTM (e.g. employee experience, on-mountain experience)
  • Differentiate the Experience: An experience creator who can translate business / brand strategies and guest analytics / insights into relevant and compelling guest experiences, leveraging the combined resources of Resort Marketing, Strategic Alliance partners, community marketing partners, Communications, Mountain Operations, and 3rd party vendors. KPIs: Likelihood to Return, NPS, guest retention

Job Specifications

  • Outlet: Corporate / Remote - Broomfield
  • Pay Range: $168,720 - $215,500 + annual bonus + equity
  • Shift Availability: Full-Time

Specific Responsibilities

As a Senior Director of Resort Marketing: Rockies and Food & Beverage, you are responsible for:

Talent

  • Own and refine the Resort Marketing team vision
  • Co-lead the Resort Marketing Leadership Team to prioritize key workstreams, develop new ways of working, and build a high-functioning and fun team culture
  • Lead a multi-level team of corporate and resort-based marketing employees with clear communication, prioritization and desire to coach and develop
  • Train resort marketers and cross-functional partners on the Vail Resorts Brand Building approach and Marketing Operating Model
  • Reimagine and develop processes to drive organizational effectiveness and efficiency

Strategy

  • Develop a compelling brand and portfolio vision that ladders to the enterprise portfolio strategy and business objectives
  • Leverage business analytics and guest insights to diagnose key issues and opportunities and subsequently create a data-driven strategy for brand distinctiveness and business growth
  • Partner with other business leaders (e.g. Epic Pass) to create guest-centric strategies that leverage both resort brands and specific products

Go-to-Market Plans

  • Create robust go-to-market plans and partner with creative agencies and internal marketing teams to see them through to execution
  • Develop scalable solutions to bring resort brands into relevant cultural spaces for target guests
  • Ensure creative execution stays true to brand standards and strategy
  • Operate as a senior leader by forming highly effective cross-functional partnerships to drive clarity and alignment around strategic work

Digital And In-Resort Experience Creation

  • Create scalable, growth-driving guest experiences
  • Develop best practices and capabilities based on data-driven results
  • Leverage existing and new technological capabilities to improve the guest experience

Community Collaboration

  • Drive impact through community marketing partnerships and collaborate on marketing investments.

Financials & Annual Planning

  • Have accountability in delivering regional lift ticket revenue, resort visitation goals, and on-mountain food & beverage capture and revenue
  • Manage a marketing budget with rigor in delivering to forecast

BRAND MARKETING LEADER

As a Resort Marketing Senior Director, you will hold a key leadership position within the Brand Marketing organization at Vail Resorts. We believe Brand Marketers are: Curious, Critical Thinkers, Champions, Connected to Culture, and Collaborative. As such we are looking for candidates with a track record of:

  • A learning mindset – asks questions and takes action that leads to growth
  • Constructing persuasive and objective arguments through strategy, data, and creativity
  • Setting insight-driven brand strategy with direct accountability for delivering business results
  • Building, activating, and protecting brands
  • Being out front in identifying and acting on trends relevant to our industry, brands, and guests
  • Guiding and impacting enterprise priorities through their interconnected position in the organization
  • Successfully leading people through effective prioritization of yourself and others that balances short and long-term business needs
  • Simplifying overly-complex issues, motivated by developing new and better ways of working and ability to bring people along on the journey
  • Operating effectively in ambiguity with positive energy, professionalism and partnership
  • Focusing on professional and personal growth for yourself and the talent around you
  • Building a community of inclusion by fostering diverse representation and leading with equity

Job Requirements

  • MBA preferred. Bachelor’s Degree in marketing, business management or related field required.
  • 10+ years of total work experience taking on progressively larger roles, with 5+ years in marketing or brand management.
  • Experience managing a brand or portfolio of brands with performance and P&L accountability.
  • Experience leading and developing high-performing teams.
  • Destination marketing experience a plus.

The expected Total Compensation for this role is $168,720 - $215,500 + annual bonus + equity. Individual compensation decisions are based on a variety of factors.

Job Benefits

  • Ski/Mountain Perks Free passes for employees, employee discounted lift tickets for friends and family AND free ski lessons
  • MORE employee discounts on lodging, food, gear, and mountain shuttles
  • 401(k) Retirement Plan
  • Employee Assistance Program
  • Excellent training and professional development

Full Time Roles Are Eligible For The Above, Plus

  • Health Insurance; Medical Insurance, Dental Insurance, and Vision Insurance plans (for eligible seasonal employees after working 500 hours)
  • Free ski passes for dependents
  • Critical Illness and Accident plans

Vail Resorts offers a ‘Hybrid’ work environment for Broomfield-based roles where employees must live within 50 miles of the Broomfield office and work on-site Tuesday, Wednesday, Thursday and have flexibility to work off-site on Mondays and Fridays.

Please note that the ability to work in person or off-site, and the particulars related to such work, are subject to change at any time; and, accordingly, the Company reserves the right to change its policies and/or require in-person/in-office work or off-site work at any time in its sole discretion.

In completing this application, and when submitting related documentation, applicants may redact information that identifies their age, date of birth, and/or dates of attendance at or graduation from an educational institution.

Vail Resorts is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability, protected veteran status or any other status protected by applicable law.

Requisition ID 506403

Reference Date: 12/17/2024

Job Code Function: Marketing

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